For lead generation ROI is the mother of all metrics. Trust me, we love CPC, search impression share, quality scores, total leads (by channel), total traffic, time on site. We love all of it. Digital advertisers love stats the same way baseball fans have loved stats for decades. With an unending curiosity we love statistics about our ad spend.
In most cases we see the natural CPC’s for mobile traffic starting off higher than desktop. And also for most of our clients the majority of their traffic is coming via mobile.While we’re always pumped about more traffic, it’s more high-converting traffic that we really want. So looking at conversion rates and cost-per-lead metrics as main KPI’s in our accounts has lead us to using negative mobile bid modifiers for certain clients in certain campaigns.
We've seen lots of reports over the years. Most of them are designed to be easy to create and repeatable. The goal for the agency is always to make things quicker and more process driven. These goals are great at improving consistency and driving profits for the agency. Put simply--they're easier. But that doesn't necessarily make them better.
"Higher Adwords CTR and Higher Quality Score = Lower CPC & Better Positions"
That was actually the last sentence I wrote for a possible new client we've been courting, while trying to sum up the idea of why someone would even hire us in the first place. Actually it went like this...
Why better? Very simple. Better targeting = higher CTR. Better landing pages = higher Quality Score. Higher CTR and higher Quality score = lower CPC & better positions. All of that = way more clicks for less money!